Most of us thing because there seems to be a TV in every room of most American homes, that people are in those rooms alone watching them. Research is showing that it's not true.
Lisa Quan, vice president and director of audience analysis for Magna Global, says that between 80% and 90% of the time, there is only one TV on in a home at any 
one time. It's been an assumption only based upon a TV having the potential to be watched alone in a room, not on actual practices.
"This hasn't changed in three years, watching TV is more a collective activity. In homes that have more TV sets on, those viewers are mostly watching cable shows."
The one thing Quan did say is that marketers to need to understand that where there is segmentation within the home is concerning the difference between men and women. Moms and daughters will sit down and watch some shows together, while Dads and sons will do the same. That's where most of the segmentation happens as far as it connects to group watching within the family goes.
Another interesting statistic is that among the top 15 TV shows being watched, 10 of them are watched by everybody from the age of 2, to the age of 54. Most of that seems to be related to reality shows.
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